Should we create content for a competitor?
-
We've got an opportunity to create video content for one of the highest authority news sites in our region.
It's a great opportunity for links - PR8, DMR 7.84, DMT 8.86 and also to build our brand.
However the site is also one of our main competitors in the SERPs, and we would be providing content to them that serves some of our most important seasonal and year-round keyphrase targets.
So my dilemma is whether it is better to create the content and get the links, keep the content for ourselves and aim to make our site the authority for those keyphrases, or place the content with another (less authoritative) site that doesn't compete in our space?
-
Average video plays on their site are 15,000-20,000
That's all????
In that case... I would place the video on my own site and build out a youtube channel. I'd let them make their own videos.
-
Do you have a +5 page rank? Where is your reach or audience? If you have a chance to strut your stuff in front of bigger audience do it if you will get the credit from your larger competitor it will only help you immensely I would do it and do it well. It is a complement that you are being asked to guest post I feel you should do it and don't look back. You will generate more power to your site then you will take away by simply giving them an article that they will probably get from somebody else if you don't write it.
I hope I have been of help to you.
Sincerely,
Thomas
-
No we're paying to produce the content, they're linking back to us. We may be able to bring other brands on board to sponsor the content. Average video plays on their site are 15,000-20,000
-
We've got an opportunity to create video content for one of the highest authority news sites in our region.
So, tell us the full details of the deal? They payin'? Linkin'? Other promotion?
-
To me, content and branding is so important, I don't care where it comes from (as long as it's good). The fact that it happens to be on a "competitors" site doesn't make a difference. I would put the content on their site and also a link to it on your site (not from the same page that the links on their site point to). As a reader, I will see the your content on the other persons site and, if its good, go to your site and read up on you and what you're all about. If you have a good UX on your site then I will subscribe and follow you just as much. When co-citations really start to matter, as well as branding and reputation management, I think you'll start to see how much you can dominate the SERPs. Google, and everyone else, wants you to share good quality content. Besides, how cool would it be to brag that you're so awesome, that your competition even links to you.
Darin..
Just a side note. I worked with a coupon company a few years back that ranked on the third page of Google and they tightly held their content. We recommended that they start sharing their content with one of their competitors that was a coupon blog and within two months they were on page one in the #6 spot for "coupons". I'm not saying this is a direct correlation here, but it sure seemed to help. Get the word out about your company and people will follow you as long as you have a great UX and great content.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
My question is in regards to possible conflict in creating an additional website under a new domain for our company.
Our companies, Vulcan Information Packaging and ATC both live under the domain “www.binders.com”. This is a great thing as far as us dominating in the binder industry. However, in the next 2-3 years and forward, we want to build our presence as a company who offers packaging products such as boxes, marketing kits, and other forms of packaging. Obviously, the “binders.com” brand/domain does not contribute much to this effort and can be confusing to customers visiting the site. Essentially, we want to build an additional branding for our company in the packaging industry. Keeping this in mind, we own the domain “www.vulcaninformationpackaging.com” and we are considering building a new website using this domain which contains the word “packaging”. This new site would only promote and contain packaging related products. This new website will advertise and direct traffic to our company Vulcan Information Packaging, which is the same company “binders.com” directs traffic to. So my question is to determine whether doing this might be a practice that Google and other search engines might frown upon. I tend to think it will be fine because we will be promoting and driving traffic for non-binder products where as, binders.com is heavily in binder related products. thank you, Dominic Zaidan
Branding | | dzaidan0 -
Hosted content vs Dedicated website (for large piece of content)
There is one question that keep bugging us and for which we are looking for a logical answer – to put it short, in which context(s) is it preferable to publish original content on a company website vs on a dedicated external platform with its own URL? To give a little more details: we an education company that provides languages course abroad and that functions like a specialised travel agency. Each trip is very specific – it depends on people's language level, objectives, budget, etc. – so we provide tailor-made advice for each of our students. Our site is not an e-commerce site, and a typical call-to-action is a request for a 1-to-1 interview with one of our agents, or a quote request for a language trip project. The top conversion for us is an enrolment for a language course abroad. We have a corporate websites structure where we have 1 website per locale where we operate, which means 14 websites in 7 different languages. We produce smaller pieces of content for these websites in a dedicated section – the rest of the website being mostly a presentation of our products, services and destinations – but here we intend to create a very large Quiz which will be based on multiple audio files. The content will be translated into multiple languages (likely 10 different languages) and will require some rather heavy development. We intend to add sections for scoreboards, stats, a log-in section (probably Facebook), etc. This sounds to us like something we should host on a specific URL, but then how can we make the most of the SEO benefits that we will (hopefully) get with such content? We plan to have an about section where we explain a little bit who we are, where we will probably link back to our corporate websites, but of course we want our project to live for itself and to be as far from commercial as possible – while still making the most of the SEO benefits. How can we do this in the most subtle / logical way? Would it be better to host our Quiz on our corporate domains? Thanks in advance for your advice. Maëlle
Branding | | ESL_Education0 -
How to improve the quality score (QS) when bidding on competitor brand names in Google Adwords?
Hi, I have researched few sites on this topic and I could see that the competitor keyword should match with the add text relevance, landing page relevance and CTR. Any other factors more to be included to improve the quality score? Reference: http://searchenginewatch.com/article/2285536/Google-Updates-How-AdWords-Quality-Score-is-Reported
Branding | | zco_seo0 -
Tips For Promoting Content & Contacting Journalists
Hey, After months of working hard we have some great content on our website, and now seem to be getting into a flow of releasing content consistently. I think it's now time to shift a bit of focus onto getting more eyes lookng at it, and importantly the right eyes. Has anyone got any tips or advice? Kind Regards
Branding | | JonathanRolande0 -
Social Media Content - Duplicate Content?
Hi All, What's your opinion on sharing the same content across your social media outlets. We are targeting only slightly different markets across each social media outlet. I find it hard to develop content for each outlet 3-5 times a week. There really is so much to share. At the same time, I wouldn't want to get canned for any duplicate content or anything like that. Along those lines, can anyone provide some advice on which social media outlets are "followed" vs. "not-followed," both in terms of links and overall indexing? Thanks!
Branding | | CSawatzky0 -
Webmaster tool's "Content Keywords" advice needed
I am looking in my webmaster tools and under the "Optimization Tab" >> "Content Keywords" and I find my website's list of what I assume words Google notices mentioned frequently. I want to know how I can better manage this and get more relevant key words to show up. Because the website I am referring to is a college lifestyle magazine we have various topics that range and I could see confuse Google.The top word is college which is great but some of the others seem a little random and could definitely be more relevant. Any tips on how to improve this? webmaster-tool.png
Branding | | CEOLaser0 -
Unique Content around GEO targets
Is there a way to produce SEO, google friendly Unique Content to ad to long tail pages, that will provide user value? Emample: 1800medigap.com we want to rank for keywords that are geo specific: Medicare Supplemant Insurance Balitmore Maryland Denver Colorado Medigap Insurance ......
Branding | | jdcline0